Unit 3 MKTG Quizzes
If a marketer of a perfume ad develops a commercial involving a man being attracted to a woman who wears a particular perfume, it is attempting to influence one's need for
love and affection
Kayla is the owner of a group of women's clothing stores located throughout the Midwestern United States. Recently, she made a large purchase from a leading clothing manufacturer, and was given ____, which is a gift to a retailer who purchases a specified quantity of merchandise
a dealer loader
Kyle is preparing the promotional plan for Jansport Backpacks in early May. The promotion will be executed in the month of August and will be a paid form of nonpersonnal communication. It will be communicated to a target audience through a mass medium. What form of promotion is Kyle using?
advertising
If used on an ongoing basis, _____________ can reduce the price for customers who would buy at the regular price and may also cheapen a product's image
cents-off offers
A content analysis of an organization's messages, readability studies, and readership surveys are all tools used to conduct a(n)
communications audit
The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into their website. They know how to appeal to all types of consumers and utilize the full potential of digital media. The Disney website immediately catches your attention with sights and sounds that come alive. Not only can you catch a glimpse of an upcoming movie, but it also connects you with your favorite characters from movies past. The website offers age-appropriate games and activities, including the ability to create a fairy-tale cottage. The Disney Parks have their own links, of course, along with Radio Disney, the Disney Store, family vacation packages, and an educator's corner. An adult or child can enjoy navigating through the electronic marketing of Disney. Refer to Scenario 10.1. Visitors to the Disney website have the ability to regulate the information they view and the activities they participate in. This is an example of
control
Your company is planning to launch a new line of women's athletic apparel in the next six months. In order to create some enthusiasm in the market for your new products, you are working with an outside agency on the promotional ads that will run during some popular sporting events. Which of the following should be the primary objective for these promotional ads?
create awareness
The step in developing an advertising campaign that directly precedes campaign execution is
creating the advertising message
Jana works for Hormel Foods and she frequently sets up special displays and distributes samples of Hormel products to customers in supermarkets. Jana would best be classified as a(n)
trade salesperson
"Mrs. Brucker, you would agree that this is the most attractive car interior in this price range, wouldn't you?" Cliff Davis, a salesperson at Midtown Ford, was using a(n) ____ when he made this statement.
trial close
Primary demand is defined as
demand for a product category
Channel capacity is determined by the
least efficient component of the communication process
Francine works for a chemical manufacturer. A few days ago there was an accident at one of its plants, and several workers were exposed to dangerous chemicals. Some received burns and were hospitalized. As spokesperson for the firm, Francine has been getting calls all morning from news outlets wanting information. The best thing for Francine to do in this situation would be to
expedite news coverage
In order to have some of its cereals highlighted in a mailing sent out by safeway, general mills has agreed to pay a portion of their costs associated with the advertising mailer. General Mills payment is designed to
facilitate reseller support
Which of the following industries is most likely to employ combative promotional efforts?
fast food
As a result of the increasing usage of digital media, some of the marketer's control over dispensing product information has been placed
in the hands of the consumer
The Internet makes it possible for the marketer to communicate with consumers more effectively and more consistently at a lower cost than previously possible. Moreover, the Internet has made it possible for marketers to reach new markets and to target existing markets more precisely. Digital media is the foundation of the marketer's newfound power via the Internet. Digital media-based marketing is different than traditional marketing in a number of ways. More specifically, digital media marketing differs from traditional marketing in which of the following ways?
interactivity
Personal selling goals include finding prospects, convincing prospects to buy, and
keeping customers satisfied
____ includes any attempt to intentionally conduct dishonest activities online.
online fraud
The target audience for an advertising campaign is the
people toward whom the advertisements are directed
____ is a broad set of communication activities used to create and maintain favorable relations between the organization and its stakeholders
public relations
You have just completed a two-day offsite meeting with your marketing team. During the meeting, you solidified your company's strategy for distributing, promoting, and pricing products, and understanding the needs and desires of your customers by utilizing digital media marketing tactics. Which of the following statements best describes what you just accomplished?
you developed your company's emarketing strategy
